“Google doesn’t get social media.” This sentiment’s been bandied about since the dawn of social in the mid-aughts. Google executive chairman of the board Eric Schmidt even admitted recently that his biggest regret as CEO was “not anticipating the rise of social…”

Social media can be very loosely defined as a construct and in the ever-changing operating system of the web and its users, Google is still poised to thrive even as it continues to slowly, but surely ramp up its own platform, Google+. But things begin to get real when some key moves are made to create a more social environment within YouTube. While SoundCloud took cues to become the YouTube equivalent for audio, YouTube can learn from SoundCloud’s superior integration of social subscription discovery and how that improves the user experience.

YouTube is Google’s gateway to the living room and with the $35 Chromecast dongle now available in several countries, YouTube could become the primary source of both information and entertainment for both cable subscribers and cord-cutters alike. Chromecast makes it easier than ever to watch online video on a television. Sure, Roku and Apple TV have been around for years but Chromecast has the best YouTube integration and can be controlled via native mobile apps or a laptop.

What’s missing? A way to navigate and discover YouTube content based on your personal interest and those of your peers. A more social YouTube can empower not only users but also content creators while redefining the way we use Chromecast.

The fix begins with one [seemingly] simple feature: social subscriptions. The best and easiest way to begin watching YouTube via Chromecast is by browsing the new content from the channels one already subscribes to. But what channels to subscribe to? Users should be able to opt in to publicly share (at least some of) their subscriptions so others can discover new channels to subscribe to. Currently, there is no way to generate a dedicated link to one’s own page of YouTube subscriptions, you can only add a module with videos most recently watched to your own channel (see mine). Granted, not everyone wants to share their viewing preferences publicly – or even with friends – but for those accustomed to sharing and discovering new content and channels on platforms such as YouTube, this feature can be a game changer.

Now YouTube is only one “app” that plays over Chromecast — there’s an entire suite of them, including Netflix, HBO Go, Hulu Plus and others that are standard with the set-tops like Roku and Apple TV. But YouTube is free and has the greatest breadth of content, with more and more being made each day by fast-growing multi-channel networks such as Fullscreen, Machinima and Maker Studios, which will be acquired by Disney and will now be taking several hours of its YouTube content to cable TV, according to reports.

People are flocking to YouTube, no longer just to watch a song or search for a news clip but to watch regularly produced and even episodic content.

UPDATE 12/1/2014: You can now visit a users YouTube channel subscription list, example – youtube.com/user/revolute/channels (revolute is my YT username). There is some semblance of Google+ integration as well, when you go to a channel, you will see Google+ avatars at the top right of your contacts who have already subscribed to the channel. (Click here to make your channel subscriptions private.) With just a unique URL to shareable subscription lists that can be posted to Google+ I wouldn’t have to go through the tedious exercise of creating a web 1.0-style list of recommended YouTube channels for friends to subscribe to (as I recently did — copy/pasted below) and ideally the discoverer wouldn’t need to go through so many clicks to subscribe. Ideally, YouTube could create a profile tab similar to this one on Soundcloud (the YouTube equivalent for audio), which displays the accounts I’m following…

Below: A shortlist of some of the YouTube channels I’ve subscribed to over the years. I’d love recommendations of new channels to check out – there’s so much good stuff out there! Please leave your recos in the comments section.

Right-click (or command-click [Mac] ctrl-click [PC) on the links to open channels in new tabs then click “Subscribe.”

For instant analysis of a rather unsubstantive speech with many weak and redundant questions, see the caucus.

Transcript below:

Nation, I have been seeing a disturbing trend in this election. Prominent conservatives and Republicans have been endorsing Senator Barack Obama. This weekend, former Mass. governor William Weld threw his hat into the “Hope” ring. Jimmy?

Weld: He obviously possesses keen intelligence, he has demonstrated excellent judgment, and he has first class political temperament.

For the record, McCain also has a first class temperament, it just happens to be the temperament of a rabid badger in first class. You do not want to be late with his warm nuts.

But Weld’s just the tip of the iceberg, folks. And not just because 90% of Republicans are spending this election hiding under water. Other once proud and reliable Republicans are coming out for Obama, including Susan Eisenhower, Colin Powell, former Bush Press Secretary Scott McClellan, and former Rumsfeld advisor Ken Adelman. Not to mention yesterday’s shocking endorsement by lifelong Republican Yosemite Sam, who said of Obama:

“Consarnit! This lily-livered rackin’ frackin’ varmint would restore America’s image in the world stage. Ka-blam. Pow.”

That is a surprising endorsement, considering how bitterly he clings to his guns.

Nation, I have no choice but to respond to my fellow prominent conservatives who have the gall to endorse Barack Obama. Which brings me to tonight’s Word: I Endorse Barack Obama.

And this, moments after Sen. Obama appeared with Jon Stewart on The Daily Show:

And last night, Jeff Tweedy joined Colbert and then Wilco debuted a new song called “The Wilco Song.” Watch the video below:

But now I’m hoping to hear the voice of freedom to select new songs to synch with car ads this football season. Let’s face it, the “Our Country” ad and its brutal stickiness has in many ways ruined the past couple seasons for us football fans who don’t have TiVo. This year, perhaps we can deal simply with the Brett Favre soap opera as the primary spoiler to the season (and just the story, not his potential to bury my Bears).

What songs would you like to be spoonfed into your many hours of redundant NFL ads this season? M.I.A.? Madonna? Gnarls Barkley? The inevitable Brad Paisley? Metallica? Is an ad gonna break a single this season and then butcher the release of an album (as was the case with “Our Country?”)

Here’s to those pitching new songs for placement in ads likely to air during football games. I sure hope you landed something fresh and not-so-annoying.

I tried GoDaddy once years ago and absolutely hated it. But today I decided I wanted to register a .tv domain today and it seemed that GoDaddy had the most reasonable rate (advertised at $15.99). But every time I click “proceed to check out” Firefox bugs out. Anyone else have this problem? The conspiracy theorist approach would be to blame GoDaddy’s CEO, whose VP of domain auctions, auspiciously named Adam Dicker, was recently found to be gaming the domain name bidding system.

I’ve messed with numerous mapping applications — namely Mapbuilder and Platial and none are as effective, easy to maintain / update and share as this map tracking the ongoing fires in Southern California. Nice one, Times.

Map Updated 10/29

View Larger Map

SignOnSanDiego is also in breaking coverage mode via their text-only Fire Blog updates. With up to a quarter million people already being evacuated from areas of San Diego County it’s possible Qualcomm Stadium could be very reminiscent of the Superdome staging area (except of course that it’s not covered and the weather ain’t nearly that bad, save for the smoke in the air).

Also, LA City Fire Department is now live with its long-incubating real-time alerts feed. Subscribe via e-mail or Twitter. For very regular updates from San Diego to your mobile device, follow Nate Ritter.

Below, The Daily news‘ less-detailed Google Map focusing on Los Angeles and the Valley and a real-time slideshow of the more incredible photos documenting the fires via flickr:

Satellite photos of the fires here (NOAA) and here (NASA). InciWeb fire containment chart here. More fire-mapping resources here.

Finally, video via Google/YouTube here